On 10 February 2022 XPENG announced that Emil Frey Nederland would build the entire Dutch sales and service network, and that Bilia would do the same in Sweden. Bilia is described as the country’s largest car dealer, with 58 dealerships and 66 service centres; XPENG servicing started in Stockholm, Gothenburg and Malmö.
XPENG calls the Emil Frey deal its first agency retail collaboration in Europe. What the model buys the customer is spelled out in the release: the same price online and in store, plus access to the partner’s service and distribution network. The business model is own stores on top of partner networks, and that drawing has stayed with the brand.
The Swedish store opened the same week and is called XPENG’s first self-operated retail store outside China. The Dutch one was planned for Westfield Mall of the Netherlands near The Hague in March.
The one sentence about Denmark
This is where Denmark first appears in XPENG’s own archive, and it appears in a subordinate clause: besides Norway, significant progress has been made in the Netherlands, Sweden and Denmark in building the marketing, sales, delivery and service framework. It names no store, no date and no partner. Four years later the 10,000th car was delivered in Denmark.
Two start years for Norway
This release says XPENG first launched its products in Norway in 2020. A release from February 2025 says the first global expansion to Norway was in 2021. The G3 went on sale in April 2020 and reached customers in December 2020, while the P7 and the real push belong to 2021. A start year for XPENG in Europe depends on whether you count the G3 or the P7.
He Xiaopeng supplied the line that explains the order of play: the global journey starts from Europe.
The markets page shows where the brand is today, and the XPENG company page has the rest.
Images: XPENG
Sources
XPENG: sales and service partnerships in the Netherlands and Sweden · 10 February 2022